Mobile marketing is connecting consumers and brands at a very basic level. With the recent explosion in mobile devices usage, consumers have the ability to search, purchase, and connect any time and any where. Tablets, smartphones, SMS texting, Bluetooth devices, and apps are rapidly changing consumer behavior, and brands are struggling to keep up. Just think, not long ago “mobile marketing” referred to the magnetic signs applied to your car!
What do consumers want from mobile? Well, it boils down to convenience. In an article posted on Mobile Marketer, author Mickey Khan suggests consumers have six wants when using mobile technology:
2) Search capabilities
3) SMS updates and offers direct to their phones
4) Ability to browse for information
5) Identical online experience
6) A rich multi-media experience on tablets
While consumer needs appear simple, mobile marketing is still a relatively new media and there are many considerations for marketers. It is complicated, and should be viewed as a part of an overall integrated marketing strategy – not separately.
In an effort to quickly deploy mobile marketing, some brands have miss-stepped and probably wasted valuable time and money in the process. A recent Forbes article by Ian Lurie noted that creating a separate mobile site is a mistake, and offers a more efficient suggestion. A mobile-friendly website should leverage the main domain, but utilize what is called “responsive design,” in which the site can resize and modify navigation based on the viewer’s device. Lurie challenges marketers to completely re-think their existing mobile strategies, stating that while marketers may invest significant resources into a mobile strategy, they often fail to consider how it should tie directly to their brand’s internet strategy.
Emerging media continues to challenge marketers. Mobile marketing is no different, and requires them to take a step back and view each new platform as it relates to the bigger picture.
Do you have an example of a brand successfully deploying its mobile strategy? If so, we’d love to hear from you!